In the late eighties and early nineties, there was a surge in exploring alternate architecture and lifestyles all over India. Parallel efforts by Laurie Baker, Auroville and Fukuoka inspired many. The core group at GoodEarth too was part of this exploration. Though the passion and ideological framework kept us alive, we did not want to make our explorations superficial. We felt that the real test of any alternative idea is the market, and we ventured into business. It also tested whether we could evolve into an ethical business group that delivers good projects and stays away from greed. An entrepreneur’s journey is always tough, and all the more difficult if you have a green ideology. Over the past two decades, having gone through the struggle of building the business, we have realized that it is a great responsibility to be accountable not only for the funds, but also the dreams and aspirations of our customers and our team. This has been our motivation through all the challenges faced in the building industry. Today we are convinced that most existing ideologies are going to fail as they look at life and happiness through the lens of materialism. A green or sustainable business needs to think beyond numbers and take conscious business decisions with an awareness of the impact of such decisions on the lives of people, ecology, culture and humanity at large with a sense of responsibility and care.